The idea behind this book is to give both entrepreneurs and managers a better understanding of what strategy is all about. Even more importantly, we try to answer the question how to make the strategy work and how to get the people involved in the strategy more inspired and committed. Formulating a strategy that provides a sustainable competitive advantage is one thing. We all know that so many well-formulated strategies fail in their execution. However, just because something is hard doesn’t mean it can’t be done. The book is built on the paradigm ‘Understand, Choose, Commit and Inspire’ and is intended to bring strategy closer to the people in the organisation. People at all levels need to be more included and involved in order for an organisation to remain successful over time. The different views and models in the book are illustrated with many examples and more than fifteen cases from both smaller and larger companies. Inspirational quotes and reflections have been integrated in order to inspire the reader and provide tools and insights for mastering your strategy successfully. Wim Buekens has many years of experience in the field of strategy. For over a decade he has been working in the fields of strategy and entrepreneurship at Vlerick Business School and is now teaching at HoGent and Erasmus Hogeschool. Before he worked as a strategy consultant and manager for a range of international companies. Both as a consultant and as a board member, he also helps CEOs and entrepreneurs to reflect upon their strategy. He has taught at universities and business schools in many European cities (Cambridge, Toulouse, Paris, Madrid, Sibiu,…).